Kraft Canada shredded its competition at Friday’s Canadian Marketing Association Awards, where it won coveted Best of the Best honours.
Approximately 2,000 people from across the industry gathered at Toronto’s Westin Harbour Castle Hotel to see Kraft’s “Diamond Shreddies” campaign take the evening’s top award. The multi-platform campaign from Toronto agency Ogilvy & Mather was a highly visible relaunch of a cereal brand that had languished for years. It bumped baseline sales by 18% and garnered significant consumer feedback.
“Diamond Shreddies” won golds in Integrated Multimedia Budget over $1,000,000, Creative Budget over $100,000 and Brand Advertising categories. Kraft also won a silver in Brand Advertising for “Brew Some Good,” another Ogilvy campaign for Maxwell House coffee.
Telus was the evening’s second big winner, walking away with two bronzes, two silvers and two golds for several of its direct mail and B2B campaigns.
Aside from Kraft’s many awards, Ogilvy work won six awards overall, including medals for Unilever’s Dove brand and Cisco Canada.
DDB Canada was the most-awarded agency group of the evening; its work won 12 awards in various advertising and PR categories for clients like Subaru Canada, Capital One, Clorox and BC Hydro.
The CMA received more than 640 submissions for the awards and gave out medals in 33 categories over all.
